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When Vice is Virtue

The kings of cool take on big brands.
By: Jeff Beer at Creativity


When a trio of self-proclaimed drug addicts and welfare cheats from Montreal launched a free newsprint tabloid called Vice in 1996, they wanted nothing less than to change the way media portrayed and spoke to youth culture. Over the last decade, that tabloid has spawned a burgeoning media empire in Vice Books, Vice Films, Vice Music and Vice retail stores. In 2007, the founders of Vice launched VBS.tv with the humble goal of exploiting “every utopian vision the internet has thus far failed to live up to.” Then they turned their attention to advertising.




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